Brands use
people to convey their messages and there’s nothing as irritating like a brand
that uses the wrong person/celebrity to convey its message. Some brands are
more like friends, the more you get to know them is the more you get lost in
the message. This tradition/trend is not new as a lot of brands plot these kinds
of strategies, using people to convey their messages.
Today you
get a plethora of brands that use celebrities to convey their messages. It’s more
like using two brains with messages targeted at a specific audience. When a brand
loses its touch, it becomes difficult for a message to resonate with that
specific target market. It doesn’t matter who the celebrity is, if the brand is
going through a crappy rough patch, the message won be driven home. This should
serve as a challenge though because it takes years to build a brand but a few
seconds to completely destroy it.
Using a
celebrity to convey a message is not enough but you also need a brand that is
strong. Branding is about identity, is also about increasing sales and getting
the brand out-there for people to recognize and consume it. It’s about being
noticed and drawing an association that is linked to that particular celebrity.
Brands still uses people to convey their messages, they call it “celebrity
endorsements” it becomes a symbiotic relationship between the brand and the
celebrity. The brand pays the celebrity, in turn that celebrity must in a way
increase sales of that particular brand. Why would a brand use a celebrity,
primarily for this reason, to either create awareness or to increase sales of
that particular brand.
It could either
be a new brand that wants awareness, to be noticed and in turn using a
celebrity to build its image as a result. Think of commercials, there are still
actors on set that carry the brand message and convey the message that the
brand wants to drive home. At the end of
it all, the relationship between brands and people is of paramount importance
and one that will continue way into the future.
By: Kamogelo Kginias Masemola
